New money at the door
Prospects under the minimum get a no, a referral, or a thin digital bin.For enterprise
Keep the clients you turn away, without staffing them like a private-bank book
Large wealth teams set account minimums because a small balance costs almost as much to serve as a large one. Athena runs that book under your brand, completely white labeled, so your people stay on the relationships that need a person. The under-minimum book still gets the live model; the desk keeps capacity for the book that already pays for human coverage.
Book a demoThe book you already have
You are not short on small clients. You are short on a way to run them.
Onboarding, reviews, compliance, and trading do not get cheaper because the account is smaller; the fee does. So the door closes, or those households sit on the books and eat advisor time. The money is already in the building: next-generation family members, employee plans, small rollovers, and the balances under your minimum. Turning them away is not a strategy, and staffing them like a private-bank relationship is not one either. Prospects under the minimum get a no, a referral, or a thin digital bin. Adult children want a place to look and ask, while the firm only has the parent’s appointment. Workplace money arrives small and stays small until someone can afford to cover it. Inherited small balances consume the same calendar as the book you actually want.
Next generation
Adult children want a place to look and ask. The firm only has the parent’s appointment.Employees and rollovers
Workplace money arrives small and stays small until someone can afford to cover it.Accounts already on the books
Inherited small balances consume the same calendar as the book you actually want.White label
The client never sees Athena
The app, the chat, the email, the roadmap, and the voice are yours—completely white labeled. Athena is the platform underneath, not a second brand in the channel. That matters at enterprise scale: you cannot hand a wirehouse or a bank book to a vendor logo, but you can hand it a platform that speaks as the firm. The client app carries your brand, ask-the-firm chat uses your voice, email and drips come from the firm, and the Athena wordmark does not show.
Client appYour brand
Household app Firm name · firm colors
Ask the firm Your voice
Email and drips From the firm
Athena wordmark Not shown
Fit
You keep the firm. Athena runs the long tail of the book.
This sits next to custody and the ledger. Mission Control is the household CRM. Athena is the layer that lets a small balance get real advice without a dedicated advisor seat. The table below is for committee evaluators: what the enterprise keeps, what Athena runs, and where Schwab is the wired custodial connection.
| What the enterprise needs | What you keep | What Athena runs |
|---|---|---|
| The relationship and the brand | Your name, your advisors, your investment policy, your compliance program | A completely white-labeled experience. The client sees the firm, not Athena. |
| Custody and the record | The custodian and portfolio ledger you already run | We sit on top. We do not replace custody or books and records. Mission Control is the household CRM. |
| What the client opens | Statements and documents in the suite portal, if you still need them | A firm-branded app for net worth, debt, Health, cash, goals, and next steps. |
| Daily questions | A person, when judgment is required | Firm-voice AI on the household. The thread lives in Mission Control. |
| Planning between reviews | Specialist estate or formal plan work, if you still want it | Always-on Health, a ranked next dollar, and a complete-able roadmap. |
| Investing at volume | Policy, models, and the exceptions your desk wants to see | Overnight location, tax-loss harvesting, bands, cash requests, and tax-aware billing. |
| Touches that are not meetings | Advisor outreach on the households that need a call | Advice-triggered email and in-app guidance, firm-branded, on the record. |
| Supervision | Your people on approvals and policy | Mission Control: what changed, what is waiting, what the client already saw. |
How the small book runs
Same advice quality. Engines and the app carry the volume.
The client gets the live model, not a cheaper product line. Your operators get the exceptions, not another inbox. That is the capacity story for a multi-office desk: the under-minimum book still sees Health, a ranked next dollar, overnight investing under the investment policy, and firm-voice Athena AI, while the private-bank book keeps the humans it already pays for.
Accounts, cash, goals, and open next steps live in the branded app, so prep is a delta and the review—when you take one—starts on the decision. Location, harvesting, policy bands, and cash requests run overnight against the investment policy; a person sees what broke the rule, not every trade. Firm-voice chat takes the Tuesday-night questions so younger clients and next-generation family members have a place to look and act without waiting for a quarterly slot. Advice-triggered email and in-app guidance go out in the firm brand and sit on the household record in Mission Control, so a service associate is not rebuilding the story from a side inbox.
The client stays current
Accounts, cash, goals, and open next steps live in the branded app, so prep is a delta and the review—when you take one—starts on the decision.
Engines do the overnight work
Location, harvesting, policy bands, and cash requests run overnight against the investment policy; a person sees what broke the rule, not every trade.
Questions do not wait for the calendar
Firm-voice chat takes the Tuesday-night questions so younger clients and next-generation family members have a place to look and act without waiting for a quarterly slot.
Capacity stays on the book you want
The long tail no longer consumes a quarterly slot or a service associate. Advisors cover the clients that justify a human relationship. Growth into that book can start from households you already have, workplace and rollover channels, or paid ads on Facebook, Instagram, TikTok, Google, LinkedIn, and YouTube that land in the same firm-branded wellness app.
Supervision
Humans stay in the loop without rebuilding the household from scratch
Enterprise buyers will ask where a person still approves, and whether you can reconstruct what a client saw. Those answers live in Mission Control and the product record, not in a slide after the demo. Cash over a threshold needs you; allocation outside band sits in queue; a client who asked about a market move already has an in-app answer on the record; and a household on track may not need a meeting this cycle.
Mission Control shows the exceptions; your people approve, change, or send back. The same household record holds the Athena AI thread, the advice-triggered email, the overnight investing activity, and the creative that cleared the compliance gate before it published. Supervision detail and SOC 2 Type II materials live on Security. The desk does not rebuild the file from a suite blotter and a separate CRM just to answer an examiner’s “what did the client already see?” question.
Mission ControlExceptions
Cash request over threshold Needs you
Allocation outside band In queue
Client asked about a market move Answered in-app
Household on track No meeting this cycle
Rollout
Start with the book under the minimum. Keep human coverage where it already pays.
Most enterprise evaluations do not need a rip-and-replace of the suite on day one. Put next-generation, employee, rollover, and under-minimum households on the completely white-labeled experience first. Keep Schwab as the custodial connection for accounts Athena invests. Keep the suite portal for statements and documents if that is already how the firm delivers them. Mission Control becomes the household CRM for the Athena book, so advisors are not running a second CRM for those households.
Add surfaces when the channel is ready: always-on planning and Health, firm-branded communication, overnight investing under the investment policy, then paid acquisition into the same wellness app. Compliance and economic buyers can ask for the SOC 2 Type II report and architecture notes on Security while the desk maps the first book. The white-label constraint stays the same the whole way through: the client sees the firm, not Athena.
Enterprise
Questions from the large-book desk
Is this white labeled, or do clients see Athena?
Completely white labeled. The app, chat, email, roadmap, and voice are the firm’s. Athena is the platform underneath. The client should not see a vendor brand. That matters when the book sits inside a wirehouse, bank, or multi-office wealth desk that cannot hand households to a second logo.
Do we have to rip out our custodian or suite?
No. Athena sits next to custody and the ledger. Schwab is the custodial connection Athena has wired today. Mission Control is the household CRM, so Athena replaces a separate CRM for this book. We do not replace books and records. A suite portal can stay for statements and documents if you still need it.
Can we start with only the book under our minimum?
Yes. Put the long-tail, next-generation, employee, and rollover clients on the branded experience first. Keep human coverage on the book that already pays for it. Add planning, communication, investing, and ads when the channel is ready.
Is this a cheaper robo for small accounts?
No. The client gets the same live model, Health roadmap, firm-voice Athena AI, and overnight investing under the investment policy. What changes is who does the work: engines and the app, with your people on exceptions in Mission Control.
Where do humans still approve?
Policy breaks, cash over a threshold, creative that has not cleared the compliance gate, and anything that needs judgment. Mission Control is the queue. The record shows what the client already saw in the app and over email.
What about paid acquisition into this book?
Paid ads on Facebook, Instagram, TikTok, Google, LinkedIn, and YouTube land in the same firm-branded wellness app. You can also put clients you already have, or already turn away, on the branded experience first. Confirm channel mix and the compliance gate in a demo. See Ad tech and From ad to wealth client.
How does supervision and SOC 2 Type II fit an enterprise questionnaire?
Engines propose, Athena AI explains, Mission Control surfaces exceptions, and people approve the edge cases. Athena maintains SOC 2 Type II on AWS. Request the report and trust materials from Security or by emailing contact@advicebyathena.com.